FASHION STORY

Mercedes-Benz presents Chapter Two of the #mbcollective Fashion Story, a three-chapter story featuring international talents from various walks of life. This chapter of the Fashion Story centres around the Concept EQ, Oscar-winning actor Susan Sarandon and her protege, film maker Bryn Mooser. The Mercedes-Benz Fashion Story Generation Now, Generation Next Chapter Two was shot by Californian photographer, writer and film maker Luke Gilford.

At the centre of the Generation Now, Generation Next campaign is the new, battery-electric Concept EQ with its electro-aesthetic styling. EQ signifies Electric Intelligence and is the theme of the Fashion Story, which focuses on emotional relationships. While Chapter One dealt with the start of a relationship, Chapter Two focuses on Susan Sarandon, her mentorship of Bryn Mooser and the connection between the two of them. The strength and energy generated by their relationship are emphasized by powerful red tones and expressive poses.

Susan Sarandon is celebrated not only as an actor but also as a social and political activist. In 1999 she was appointed UNICEF Goodwill Ambassador and in 2006 she received the Action Against Hunger Humanitarian Award. She can currently be seen in the new TV series Feud on cable channel FX. In 2018 she is set to appear on the big screen in The Death and Life of John F. Donovan. Sarandon’s inspirational approach to life has the common good at its heart. This chimes well with Mercedes-Benz’s goal of placing customer benefit at the forefront of its products and services. Sarandon got to know Bryn Mooser in 2010 after the devastating earthquake in Haiti and has been supporting his work ever since.

Bryn Mooser is known for co-founding RYOT, a media company that specializes in virtual reality documentaries for news stories and reports dealing with humanitarian issues. RYOT was nominated for the Academy Award for Best Documentary Short this year for the film Body Team 12. The 13‑minute film revolves around Red Cross workers, providing assistance during the height of the Ebola outbreak in Liberia.

As part of Mercedes-Benz’s commitment to supporting and promoting emerging talents, the Fashion Story features fashion by designers such as Anna October, Xiao Li, William Fan, Ran Fan and Steven Tai. All of the participating designers have received support from Mercedes-Benz in the past and have benefited from the brand’s fashion activities and the global opportunities these opened up. As part of the #mbcollective, the fashion designers are now helping to develop these opportunities still further.

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